New Operational and Financial Management Team to Run e4L's Domestic Direct Response Business.

Business Editors

LOS ANGELES--(BUSINESS WIRE)--Oct. 11, 2000

e4L Inc. (NYSE:ETV) today announced that it has retained Direct Marketing Services Group LLC ("DMSG") to provide daily operational and financial management services for all components of its domestic direct response television business.

In addition to providing management services, DMSG will provide short-term capital funding to address certain of e4L's current vendor payables and overhead costs. The new team will also assist in evaluating strategic alternatives for the company.

e4L is a publicly held direct response television company, selling consumer products and membership services via television and the Internet. e4L has offices in six countries and distributes its programming throughout the world.

To request previous news releases on e4L or an Investor Relations Package, contact e4L's Investor Relations Hotline at 818/461-6555.

The Private Securities Litigation Reform Act of 1995 provides a "safe harbor" for forward-looking statements. Certain information included in this news release (as well as information included in oral statements or other written statements made or to be made by e4L) contains statements that are forward-looking, such as statements relating to anticipated future revenues of e4L and success of current product offerings. Such forward-looking information involves important risks and uncertainties that could significantly affect anticipated results in the future, and, accordingly, such results may differ materially from those expressed in any forward-looking statements made by or on behalf of e4L. For a description of additional risks and uncertainties, refer to e4L's filings with the Securities and Exchange Commission, including Forms 10-K and 10-Q.